Developments in the safety of our roads took a huge leap forward today, with a landmark EU proposal to mandate the fitting of lifesaving technologies, including Advanced Emergency Braking (AEB) and Intelligent Speed Assistance (ISA), in all new cars [1]. A survey of more than 2000 drivers by Brake and Direct Line [2] has found overwhelming support for the move, with 9 in 10 drivers agreeing that all new cars should be fitted with the latest lifesaving safety features as standard [3].

The proposal is part of the European Commission’s (EC) Third Mobility Package [4]. A set of measures with the objective of allowing all drivers to benefit from safer traffic, less polluting vehicles and more advanced technological solutions.

The case to mandate these lifesaving technologies, rather than rely upon their purchase as optional extras, is highlighted by the current lack of awareness of AEB and ISA, and their limited fitting in cars.

58% of drivers said they didn’t know what AEB was. When the technology was explained, only 15% thought their car was fitted with AEB, with 12% unsure.

67% of drivers said they didn’t know what ISA was. When the technology was explained, only 15% thought their car was fitted with ISA, with 7% unsure.

This contradiction between drivers’ desire for safety features and their reluctance to purchase them as optional extras was further highlighted in the survey, bolstering the Commission’s case that mandating these technologies is the only effective way to get them on our roads and saving lives.

9 in 10 drivers agree that all new cars should be fitted with the latest lifesaving safety features as standard. However, the majority of drivers said if they were buying a new car, they would not spend more to ensure it had AEB or ISA technology [5].

“These technologies are proven to save lives, so this announcement should be warmly welcomed by all who are truly committed to improving road safety. Drivers want their vehicles to be safe, but the reality is they rarely opt to spend more on safety features as optional extras. This decision puts the onus for safety back on the car manufacturers and in one swoop, will dramatically improve the safety of our roads forever.”

Neil Ingram, Head of Motor Product Management at Direct Line, said:

“Technological advancements in vehicle safety have the ability to save countless lives, however, when someone purchases a new car they are not always willing to pay extra for safety features. With improvements in the road casualty rate stalling, the fitting of AEB and ISA as standard on all new cars has the potential to be the step-change in road safety we have been looking for. Such technologies can not only reduce the needless deaths and injuries on our roads, but also continue the progression and growth, as well as driver acceptance, of semi autonomous vehicles and the benefits in safety they can bring.”

[ENDS]

Notes to editors

[1] The full list of technologies proposed by the Commission can be found here.

Advanced (or Autonomous) Emergency Braking (AEB) systems can help avoid crashes or mitigate their severity by warning the driver and supporting braking response and/or applying the brakes independently of the driver.

Intelligent Speed Assistance (ISA) helps a driver keep within speed limits by warning the driver when the speed limit is exceeded, or by actively reducing the vehicle’s speed.

[2] Survey of 2010 drivers, conducted by Surveygoo in March 2018, on behalf of Brake and Direct Line, to find out drivers’ views on advanced driver assistance systems (ADAS)

[3] Excerpt from Brake and Direct Line survey to find out drivers’ views on advanced driver assistance systems (ADAS)

Rate your agreement with the following sentence:

“All new cars should be fitted with the latest lifesaving safety features as standard”

Strongly agree

54.83 %

Agree

33.98 %

Disagree

5.92 %

Strongly disagree

0.75 %

I don't know

[4] Detail of Third Mobility Package here. The EC’s ‘safe mobility’ initiative, along with proposing mandatory fitting of these Advanced Driver Assistance technologies on modern vehicles, also proposes greater investment in road infrastructure safety. The Commission has stated that these two measures could save up to 10,500 lives and avoid close to 60,000 injuries across the EU over 2020-2030.

[5] Excerpt from Brake and Direct Line survey to find out drivers’ views on advanced driver assistance systems (ADAS) – full details available upon request

Just 43% of drivers said that if they were buying a new car, they would spend more to ensure it had AEB.

Just 42% of drivers said that if they were buying a new car, they would spend more to ensure it had ISA.

About Brake

Brake is a national road safety and sustainable transport charity, founded in 1995, that exists to stop the needless deaths and serious injuries that happen on roads every day, make streets and communities safer for everyone, and care for families bereaved and injured in road crashes. Brake promotes road safety awareness, safe and sustainable road use, and effective road safety policies.

We do this through national campaigns, community education, services for road safety professionals and employers, and by coordinating the UK's flagship road safety event every November, Road Safety Week. Brake is a national, government-funded provider of support to families and individuals devastated by road death and serious injury, including through a helpline and support packs.

Road crashes are not accidents; they are devastating and preventable events, not chance mishaps. Calling them accidents undermines work to make roads safer, and can cause insult to families whose lives have been torn apart by needless casualties.

About Direct Line

Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or online.

Direct Line general insurance policies are underwritten by UK Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England No 1179980. UK Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Direct Line and UK Insurance limited are both part of Direct Line Insurance Group plc. Customers can find out more about Direct Line products or get a quote by calling 0845 246 3761 or visiting www.directline.com.

Follow us

Professionals

Every 30 seconds someone, somewhere in the world is killed in a road crash. Brake works to stop road deaths and injuries by campaigning for safer roads; supports people bereaved or injured in road crashes; and raises public awareness for sustainable transport. Registered charity No. 1093244